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• Which assets and competencies can be leveraged?• What brand extensions are possible?• Can the scope of the offering be expanded?• Do viable new markets exist?
• Which assets and competencies can be leveraged?• What brand extensions are possible?• Can the scope of the offering be expanded?• Do viable new markets exist?
Key Learnings• Leveraging assets and competencies involves identifying them and
creatively determining in what business areas they might be able to contribute.
• Brand extensions should both help and be enhanced by the new offering, in addition to being perceived to have a fit with it.
• The business can be leveraged by introducing new products to the market or expanding the market for the existing products. In doing so, the new product market should be attractive, be accessible to the business with its current assets and competencies, and have access to the needed resources to be successful.
• Entering a new product market is risky, as the new offering might lack market acceptance or needed resources. Success likelihood goes up if the core business is healthy, if the new product market is attractive (competitors will be profitable), if the business model is repeatable, and if market leadership is possible.
• Synergy can be a mirage. Too often, it does not exist, or it exists but is unattainable or overvalued.